The project is a partnership between two departments at Aarhus University, three Danish municipalities and a business region (both of which has development policies of relevance for the project themes) and an array of private enterprises, which are among the market leaders within the field of provenance food in Denmark:

Department of Agroecology, Aarhus University [web]
Department of Management, MAPP centre, Aarhus University [web]

Ringkøbing-Skjern Municipality [web]
Ringkøbing-Skjern Business Centre [web]
Randers Municipality [web]
Slagelse Municipality [web]
Slagelse Business Centre [web]

Business Region Midtvest [web]
COOP Denmark [web]
Meyers Madhus-Løgismose [web]
Hørkram Foodservice [web]
Randers Tropical Zoo [web]

You can read further info om the partners below:

Department of Agroecology, Aarhus University (AU-AGRO) carries out research into the interaction between climate, soil, plants, animals and humans in agricultural systems to the advancement of health, sustainability and environmentally friendly production of foods, feed and energy crops. Research at AU-AGRO contributes to a broad spectrum of the topics related to the development of sustainable agriculture. AU-AGRO sees with the project an opportunity to address a significant knowledge gap, which is hampering the development of provenance food and the utilization of the benefits associated with this, such as more resilient, diverse and environmentally adapted food systems. AU-AGRO is also strongly motivated by the wish to advance collaborations between the department, municipalities and private enterprises, which can facilitate the integration of public concerns into business and market development.

The MAPP Centre (Research on Value Creation in the Food Sector for Consumers, Industry and Society), Aarhus University (AU-MAPP) do research on the development, marketing and distribution of foods and the societal impact of the food sector, and thus generates insight into customer behaviour in the area of food and drink, and contribute to analyzing the implications of such insight for industry and public policy. AU-MAPP is motivated by the need to address knowledge gaps within the field of provenance food. Part of this concerns how and why producers of local foods thrive or struggle, and it is thus important to identify facilitators and barriers to farmers, processors, food service operators and retailers for successfully engaging in activities related to developing and marketing provenance food.

Business Council of Ringkøbing-Skjern is the operator of food projects in Ringkøbing-Skjern Municipality (RKSK). From 2015, this is formulated as a proper food policy, adopted by the City Council. The task of RKSK-BC has been to implement projects and initiatives focused on local food businesses and their production and marketing of local food. These activities have also involved a collaboration with six other municipalities in Westjutland and the two business associations Culinary Westjutland and Regional Food Westjutland. In relation to innovation in enterprises, however, RKSK have missed a systematic knowledge base to improve the quality development of the products and thereby create a better and bigger basis for developing diversity in production and thus improve market outlets. In order to utilize this potential, RKSK has been strongly motivated to participate in the project, given its focus on provenance foods and the systematical mapping of terroir qualities with regards to production and quality development. Participation in the project provides RKSK with the basis for developing action plans for the cooperation between companies and municipalities in the food sector with regards to branding of local and regional products, and quality development, e.g. labelling and authenticity claims.

Midt- og Vestjysk Udviklingsplatform for Fødevarer (Business Region Midtvest) is a partnership between seven municipalities and a large number of private enterprises in the food sector in the administrative area of Region Midt, which is located in central and west Jutland, Denmark. The partnership is funded by a project grant from Business Region Midtvest (part of Region Midt). Part of the objectives of the partnership is to increase the number of high-value food products within the area, and to coordinate between initiatives across the involved municipalities, thus enabling the upscaling of initiatives. We expect that our participation in the project can enhance and expand the scope of our work in the partnership, and will facilitate the development of new products and relations within the partnership’s geographical area.

Slagelse Municipality (SM) has in collaboration with Slagelse Business Center identified food production and food cluster development as one of the focus areas for the coming years. Food production was the resource area that in 2010 created most revenue within the municipality. Unfortunately it is also one of the areas that have lost most jobs. On the other hand, it is one of the industries that have the highest added value per employee. Within this project the two partners Slagelse Business Center and Slagelse municipality will focus on the following areas: 1) Promotion of sustainable business development within provenance food; 2) Creation of more jobs; 3) Maintaining existing jobs; 4) Provenance food as branding for Slagelse municipality. We expect that the project will contribute to the establishment of a food cluster and the development of new value chains. We also expect a good interaction and knowledge exchange between participating municipalities and other project partners regarding best practices within provenance food production and successful networks/food cluster development Slagelse Business Center (SBC) is a company, owned a hundred percent by the municipality. The company has its own director and a board with 16 conductive profiles from both local companies and political circles. Our main aims are the growth and development of the local economy and job creation and retention. Together with Slagelse municipality SBC will facilitate and coordinate initiatives between local and regional business actors within the field of provenance food.

Important focus areas for Randers Municipality (RM) include the commercial utilization of genetic resources, the development of nature policy and management, and the creation of jobs along the whole value chain of the food sector. RM has in 2012, as part of a biobusiness cluster, established a strategic partnership with Aarhus University and Randers Regnskov. The cluster is part of our efforts to increase the utilization of research knowledge in the regional economy. In addition, RM is participating in various food sector projects on regional scale and within Business Region Aarhus. The participation in the proposed project thus serves as an expansion of our existing involvement within the field of food. RM will contribute with coordination and facilitation of development projects and collaboration between public and private actors within the region of East Jutland. Based on previous participation in various projects within the field, RM has built significant competence and established extensive networks throughout the East Jutland food sector. We expect that the project will contribute to establish work relations throughout the food chain, to upscaling and coordination between existing initiatives, and to the facilitation of new projects and product developments, which will add value to the regional economy.

Randers Regnskov (RR) is a tropical zoo, with more than 300.000 visitors annually. In‐situ conservation of genetic biodiversity is an important part of the business model of RR. We are thus already actively involved in the utilization of rare Danish species of dairy cattle, fruit, berries and bees in our business model, specifically with the part of our exhibition called ‘Danmarksparken’. The proposed project is a progression with regards to our ongoing efforts to build networks to individual producers and to private enterprises, who are also utilizing ancient breeds. We are thus motivated by the need to upscale our existing efforts with regards to the the development and utilization of genetic biodiversity.RR will contribute in different ways, including (1) serving as a communication platform for provenance food products, given the high number of visitors, (2) facilitate collaboration between producers, RR, Randers Municipality and private enterprises. The proposed project bridges a knowledge gap regarding the potential of developing provenance products above the scale of individual farms. The project will thus be able to facilitate the establishment of new projects relevant for the development of our business.

Meyers Madhus (MM) is a food project, communications and educational centre within the Meyer Group. Claus Meyer founded Meyers Madhus in 1999, and employs both chefs and academics and works to develop food culture through projects locally but also in other parts of the world. MM has contributed to several scientific projects including OPUS (Defining the New Nordic Diet), EcoServe (Biodiversity and ecosystem functions in grasslands) and PREVIEW (Prevention of diabetes through lifestyle intervention). MM also publishes cookbooks and conducts cookery courses for participants of all ages and skill levels. The aim of MM is to increase the knowledge of regional food of the best possible quality. MM want to change the state of food culture in Denmark, and by participating in this project MM can see great opportunities in understanding and creating a better food culture in Denmark. MM expect and hope that with this project we can come as far as the OPUS project. Though different in means and scale, MM can see this project as ground-breaking for improving the great potential of Danish provenance foods.

Løgismose (LM) was founded in 1965 by Lene and Sven Grønmose on Funen, Denmark. Today, LM is a food enterprise branching into multiple areas of activities, including dairy processing, wine import, restaurants as well as agricultural primary production. LM supplies a wide range of Danish retail stores with food products. LM’s mission statement includes making gastronomy relevant for the broader population, and make a contribution to the improvement of Danish food culture. LM merged with the Meyer Group in 2015, with the aim of creating a market leading food company, devoted to supplying tasteful quality products to the Danish population. This includes a distinct focus on Nordic food, and to offer other unique products, including imported provenance foods.

COOP is one of the market leaders among Danish retail chains, with a market share of roughly 40% on the Danish retail market. The company was founded as ‘Fællesforeningen for Danmarks Brugsforeninger’ (FDB) in 1896, and was and still is organized as a cooperative enterprise. COOP has played an instrumental role in the early stages of the development of the Danish market for organic food, and also today, COOP seeks to contribute to the development of Danish food culture. In 2014, COOP launched a food manifest, which focused on taste and improving Danish food culture. An important part of the food manifest is local food, where the aim is to increase the diversity of local food products. This has resulted in the creation of a local food division within COOP, and various partnerships with local producers. Even though COOP has experienced a promising development of the market for local food, we acknowledge that there are significant knowledge gaps hampering the further development of provenance food. Our participation in the project is motivated by the need to address these knowledge gaps. We expect that the project will play an important role in the further development of future Danish provenance food products.

Hørkram Foodservce A/S is one of the market leaders in the Danish food service sector. The enterprise was formed as a merger between two family owned enterprises in 2004, both dating back to the 1950s. Today, Hørkram has a turnover of 2.2 billion DKK and employs more than 700 people. A rapidly developing part of Hørkram’s business is local and organic food. Hørkram is strongly motivated by the wish to be able to offer its customers food products which are embedded in specific regional settings. We experience a growing demand for such products which serve as a means of differentiation for our customers. We will contribute to the project by contributing to the development of possibilities emerging throughout the project, which can play an important part in the fulfillment of our business goals.

An important subcontractor within the project is Kollision, which is a Danish design office founded in 2000, located in Aarhus, Denmark. We specialise in interactive communication, interaction design, dynamic media architecture, and citizen participation in architectural projects and urban development. We believe design is a way of thinking aimed at creating value for our clients – and their clients. Regardless of the scale or scope we can handle every aspect of the design process from strategy and conceptualisation to implementation and evaluation. Creating meaningful outputs from large, diverse datasets require the collaboration of multiple disciplines in analyzing, interpreting and visualizing content into new understandings. Our motivation for engaging with the project lies in finding new visual patterns in complex data.